Marketing Campaign

Definition:A specific, defined series of activities used in marketing a new or
changed product or service, or in using new marketing channels and
methods
.

Effective marketing is often what separates rapidly growing
companies from slow-growing or stalled companies that started at
the same time, serve the same market and offer similar merchandise.
Companies such as Gillette, Frito-Lay and Coca-Cola have succeeded
in highly competitive mass markets for consumer goods because,
while they certainly produce competitive products, they out-market
their rivals. If you expect your business to grow to any size,
you'll have to become an effective marketer, advertiser and
promoter of your business. In fact, you're likely to grow to the
extent that you master marketing, and no more

A marketing campaign isn't something that comes to you while
you're taking a shower. Successful campaigns tend to be carefully
researched, well thought-out and focused on details and execution,
rather than resting on a single, grand idea. Planning a marketing
campaign starts with understanding your position in the marketplace
and ends with details such as the wording of an advertisement.

Keep in mind that your plan for a marketing campaign is not
supposed to be a prison. You have to leave room to make changes as
you go along because no plan can perfectly capture reality. But you
should also be able to commit fully to implementing your plan--or
some future version of it--if you want to take a strong step toward
growth.

Here are some ways to launch your campaign:

Speak at community events. Offering your expertise at
public occasions is an easy way to get the word out about your
business. You'll maximize your impact and lend credibility to your
product or service.

Ask customers for referrals. Generating referrals from
current customers is one of the best ways to market your business.
Don't forget to query your vendors (they're likely to have many
contacts) and explain to your customers exactly what kinds of
referrals you're looking for and how they can help.

Spend two days in your customers' shoes. To find out what
your customers really want, visit a wide range of businesses
they're likely to frequent. Observe how customers are treated, as
well as the kinds of services that appear important to them; then
adapt your business accordingly.

Offer free samples. If you can get someone to try your
product or service, chances are they'll buy it later. Have
employees pass out product samples in front of your business; if
you provide a service, offer free services on a trial basis.